反覆式視覺動態圖形與注意力關聯性之研究

The Study of Relationship between Repetitive Visual Dynamic Figures and Viewers’ Attention.

謝秀惠(Hsiu-Hui Hsieh)

指導教授 ： 李淙柏

國立臺中科技大學/設計學群/商業設計系碩士班/碩士(2006年)

摘要

本研究從實驗心理學的角度進行初探，探討目前網頁上過多動態圖形，是否造成瀏覽者注意力分散之情形，並藉由現況先以動態圖形gif檔格式分析出有單畫面、雙畫面、多畫面反覆等，因人力與物力有限下，先以單畫面反覆的反應時間來測試瀏覽者對單畫面的注意力分配，來驗證與知覺之關連性。研究方法以瀏覽者之反應時間為依變項，三組實驗以網路施測共60人。
相關文獻中報告，動態圖形雖然能加強視覺吸引力，但相對的，造成視知覺分散注意力之情況，而讓訊息無法即時傳遞給消費者。實驗測試以SPSS進行獨立樣本t檢定、ANOVA單因子變異數分析。結果顯示：

【實驗一】單畫面頻率反覆五個水準中，0.2秒是反應時間最快，以性別而言，實驗統計並無明顯差異。
【實驗二】移動反覆中檢定結果推測在注意力分配基本上男女不太有顯著差異，但以上下移動的反應時間較快。
【實驗三】明度反覆/上下位置的四個水準中皆有顯著之差異，並以明度黑灰50%圖形對比適當之刺激因子顯著性最高，並於上方位置注意力最為顯著；左右位置的四個水準則無明顯差異。

最後建議，運動知覺文獻探討出動態雖然可以增進視覺的搜尋，但有時則反之，靜與動須相輔相成。並認為知覺是需要經過練習並且可以訓練的，實驗可延伸增加刺激因子如大小、強弱、顏色、變化，反應時間再經過數次練習後，可藉由反應時間測試，訓練敏銳觀察力。

關鍵字

反覆動態圖形 ； 知覺 ； 注意力 ； 實驗設計

並列摘要

This research conducts from the angle of experimental psychology to approach the dynamic figure overmuch in web pages at the present which will cause the problem of the attention distractive to the browsers; and analyses Single Figure, Double Figures, and Multi-Figures, etc. showed repeatedly through dynamic figure’s “.gif” file format at present. This research tests browsers’ attention distribution to single figure with the response time repeatedly first to identify the connection of perception under the manpower and material resources limited. The browsers’ response time is the data to the studied method of this research; this experiment gives the test with internet to 60 persons.
According to the concerned documents that even dynamic figure can give the attraction of vision more strong, but on the contrary, this condition will cause the attention distractive of perception, and can not pass the message to the consumer. This experiment makes ANOVA analysis of variance with SPSS, the result is as follows :
[Experiment 1] In 5 levels repeat of single figure frequency, the fastest response time is 0.2 second; and to the sex, there is no obvious difference between male and female in the experiment statistic.
[Experiment 2] Basically, the result of attention distribution to male and female is same which calculated in the examination repeat and moved.
[Experiment 3] In 4 levels of brightness repeat, the figure with contrast suitable of black grey 50% is the most obvious, and people will give highest attention to the up position.
From the documents of Perceiving Movement, we find that although dynamic state can add the search of vision, but sometime it get just the opposite, static and dynamic states must be complement each other. And we think that the perception can be trained and need to through the practice; the experiment can be extended to select the response time of dimension of the thing excited, strength, color, change, and after giving several times’ practice, and the observation ability sharp can be trained through the test of response time.

並列關鍵字

Repetitive Dynamic figures ； Perception ； Attention ； Experiment Design

參考文獻

理查?伍爾曼著，張美惠譯，1994，資訊焦慮，時報文化出版企業股份有限公司，科樂印刷有限公司。

王年燦、陳訓平，2004，視覺與聽覺網路廣告型態對消費者態度之影響，藝術學報，第75期。

陳瀚凱、林品章，2004，視覺動勢之視覺原則與其在視覺傳達設計上的應用探討，藝術學報，第74期。

陳瀚凱、張謙允，2003，視覺平衡影響視覺動勢強弱之視覺原則探討，藝術學報，第73期。

林靈宏，1994，消費行為學，五南圖書出版。